Thoughtful Food rolls out cleaner label ready-to-eat meals range in preparation for export plans

When we last spoke to Thoughtful Food, the firm had rolled out a range of dry plant-based powder mixes​ as a base for making plant-based meat in various formats in order to offer consumers maximum flexibility and increased convenience.

Fast forward to this year, it has taken the convenience factor a step further with the launch of its new plant-based RTE meals range, targeting not only health-conscious consumers but also busy ones.

“The opportunity for RTE meals are really everywhere at the moment, as everyone’s lifestyle is getting busier,”​ Thoughtful Food Founder Karen Lam told FoodNavigator-Asia.

“We’d like to prep our own food of course, but with work being too busy in many Asian markets, the last thing we’d want upon getting home is to cook so fast solutions are now very much in demand.

“Yet at the same time, consumers are also more aware of their health and diet now following the COVID-19 pandemic, so they are more conscious and eat more healthily.

“This RTE range is our way of marrying the convenience and nutrition factors together to provide these as a single, easy-yet-healthy option for consumers.”

The other advantage of the RTE range is the opening up of opportunities for Thoughtful Food to expand to overseas markets, given the rising demand for such formats.

“We have had a lot of interest from neighbouring countries in the region such as Malaysia and Australia already; and are also eyeing markets as far as Europe and the United States,”​ she said.

“These products utilise a retort technology, so we have been able to avoid putting in additives, extra sodium, extra sugar or oil to preserve them.

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